Azbuka Vkusa, a well-known retailer, launched a creative campaign using mirror neurons, the brain's imitation and reflex mechanisms. Observing others yawning induces our inclination to do the same. This principle was used to place images of yawning people on advertising displays in the Moscow City district . The main goal was to encourage passersby to buy coffee at the chain's nearest store.
To enhance the experience, passersby are invited to participate in an interactive game aimed at identifying a "coffee deficiency." Azbuka Vkusa in Moscow City has equipped its stores with interactive screens featuring videos of yawning people. The challenge for viewers is to refrain from yawning. If a yawn does occur, a special camera will detect the customer's "coffee deficiency" and offer them a discount on coffee at Azbuka Vkusa.
And for those who manage to remain unperturbed, the chain is using aroma blotters with the scent of freshly brewed coffee. Promotional consultants at three key stores offer the opportunity to experience the aroma of fresh coffee beans roasted in their own bakery.
